TLDR Marketing 2024-06-10

7 cold email hacks 🧊, paywall tactics 🔒, pros of co-branded products 🤝

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News & Trends

'Adobe does not train Firefly Gen AI models on customer content': Company responds to backlash (2 minute read)

In response to user backlash, Adobe has clarified that its Firefly AI models do not use customer content for training, ensuring that users' work remains their own. The controversy arose from a misunderstood Terms of Use update, which Adobe explained was aimed at content moderation rather than AI training. The company reaffirmed its commitment to using licensed and public-domain content for AI development.

New York to ban ‘addictive' suggested posts on social media feeds for kids (2 minute read)

The New York State Legislature passed a bill that would stop platforms from showing addictive suggested posts to people under the age of 18. Instead, children would get posts only from accounts they follow.
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Strategies & Tactics

How to write the perfect cold email (4 minute read)

The more your cold email looks like it wasn't even meant for the recipient, the higher the chances they'll read it and respond. 7 psychological hacks to write casual emails that get replies: internal subject lines, all lowercase, a fake forwarded message, excluding any links or phone numbers, using “may I”, including “sent from my iPhone”, and a hyper-personalized P.S.

Paywall Strategy: Designing Features that Make Money (5 minute read)

Revenue stagnation can be addressed by focusing on designing features for distinct user personas rather than adding features for existing users. This involves breaking down the user base into different segments based on their motivations and needs. Addressing the unique, high-value problems of each user group can lead to the creation of solutions that are indispensable to users, thereby increasing their willingness to pay and stay subscribed.
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Resources & Tools

Instagram Experiments with Audience Feedback for Unpublished Reels Clips (2 minute read)

Instagram is testing out new options to enable creators to get feedback on their draft Reels clips before they post them publicly. It's also experimenting with allowing users to share their Reels with a selection of non-followers before posting. These could be helpful ways to get additional feedback on Reels concepts before sending them out.

Google Ad Manager Launches Programmatic Email Ads (4 minute read)

Google Ad Manager (GAM) has quietly published documentation for a beta version of an advertising tag for email newsletters. This feature is only available in Google Ad Manager 360. The GAM tag works for sponsorships, context-based, or programmatic ads, but it delivers image ads only. Subscribers with images turned off won't see the message.

Google launches Accelerate with Google resource hub for advertisers (2 minute read)

Google launched a new marketing resource hub called Accelerate with Google aimed at helping advertisers supercharge their campaigns with AI tools. The hub serves as a central destination rooted in Google's AI Essentials resources for ads products like Search and Performance Max. It includes customized skill assessments to identify knowledge gaps, a library of video tutorials and articles tailored to business goals, upcoming digital live streams on AI marketing topics, and more.
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Miscellaneous

10 Product-Led Growth Plays Every Company Should Implement (5 minute read)

Companies can benefit from PLG strategies even if they don't classify themselves as PLG companies. This article presents 10 actionable PLG plays, including implementing interactive demos, transitioning to soft gates instead of hard gates, and utilizing product data to drive customer outcomes. These strategies are designed to improve customer engagement, streamline operational processes, and enhance revenue generation by aligning product features with user needs and behaviors.

Creating a Data Advantage in Marketing—With or Without Cookies (5 minute read)

Brands that have adapted to the cookie-less future have seen their digital marketing performance improve by 10%. Sites should be optimized for first-party data acquisition, with enabled sign-in capabilities, quality consent capture, and opportunities for data enrichment to develop robust customer profiles. Create value exchanges by offering customer discounts, free samples, event invitations, or other incentives in return for sharing personally identifiable information.

How the 'Buy Button' hooks you (9 minute read)

Twitter and Facebook both failed to integrate a ‘buy button' into their platforms. Instagram took a different approach that succeeded. Rather than merely adding a button to ads, Instagram designed sponsored content to blend in with real user content. It also gave users the option to browse the advertiser's inventory, as opposed to just being able to buy the one item being promoted. Users are not visiting social media sites to shop, so the success of this feature hinged on the platform understanding its users' psychology.
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Quick Links

How to Spot Good Case Studies – and Why You Should Ignore 90% of them (4 minute read)

Case studies can easily be misapplied if you miss key differences between the case study and your own problem.

The Strategy Behind Co-Branded Products (1 minute read)

Brand collabs boost visibility with new audiences, generate curiosity and buzz, and build brand equity.

3 startup positioning archetypes (2 minute read)

Positioning processes differ based on the mindset of the founding team. 3 main archetypes include customer, technology, and competition-focused.
Curated tactics 💡, trends 📈, and tools 🛠️ for cutting edge marketers
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